Decoded : the science behind why we buy /

• Main Author: Barden, Phil, 1959-
• Format: eBook
• Language: English
• Published: Chichester, West Sussex : John Wiley & Sons Ltd., [2013]
• Subjects: Consumer behavior.; Marketing > Psychological aspects.; BUSINESS & ECONOMICS > Consumer Behavior.; Business.; Electronic books.

In this groundbreaking book Phil Barden reveals what decision science explains about people's purchase behaviour, and specifically demonstrates its value to marketing. He shares the latest research on the motivations behind consumers' choices and what happens in the human brain as buyers m...